Logic Model for SNSs for Nonprofit


Beth Dunn created this based on this post
(based loosely on the Advocacy Progress Planner here)

SNS Logic Model A - Should My Organization Use a Social Network Site?

What is a Social Network Site (SNS)?
"...web-based services that allow individuals to (1) construct a public or semi-public profile within a bounded system, (2) articulate a list of other users with whom they share a connection, and (3) view and traverse their list of connections and those made by others within the system." (boyd and Ellison, 2007)

What is the purpose of this logic model?
This logic model was developed to help nonprofits decide if they should get engaged in a Social Network Site at all. It is primarily intended as a thought exercise to clarify the issues and assist in decision-making.

What are the assumptions of this logic model?
This logic model assumes that the organization is not surrently using an SNS as an organization, although individual staff members maybe using SNSs for personal or professional ends. It assumes that the organization has a definable membership or constituency that is served by the nonprofit's services or programs.

1. Goals: What Needs to Happen? What are you trying to achieve?

What is the mission of your organization? How will the functionality of an SNS (see definition above) help your organization advance that mission?

Impacts
  • Improved Services to Members
  • Improved Positioning of Organization
  • Greater involvement of Members in the organization
  • Growth of the organization
Goals
  • Programs
    • Organizational Capacity
    • Partnerships or Alliances
    • New Members
    • New Gatekeepers
    • New Donors/Sponsors
    • More or Diversified Funding
    • Organizational Visibility or Recognition
  • Positioning
    • Media Coverage
    • Awareness
    • Salience
    • Attitudes or Beliefs - Committment
    • Public Will
    • Membership Growth
      • Growth of non-traditional membership demographic - new audiences

2. Audience: Who will be targeted to participate in or support your social network?
  • Members
  • Nonmembers
  • Community Leaders
  • Business Leaders
  • Donors/Sponsors
  • Popular Culture Gatekeepers
  • Media
  • Staff
    • Volunteers

Where is each of your target audiences now (see categories above)?

Are they on an existing SNS?
Are they networking using first generation communication tools such as listservs, discussion forums, chat rooms?

Yes: I have empirical data (survey, interviews, polls, etc.) that inform me that my specific members and targets are on, or will be on a specific SNS.
If yes, then go to Exisiting SNS Logic Model.

No: I have empirical data (survey, interviews, polls, etc.) that inform me that my specific members and targets are not currently using any existing SNSs.

If no, then go to SNS Use chart to predict usage in 5, 10 years.If no, then go to SNS Use chart to predict usage in 5, 10 years.

I don't know: I lack empirical data on my target audience's current SNS use.
1. Age?
2. Gender?
3. Occupation?
4. (What else?)
5. Social network?
a. Close ties?
b. Weak ties?

{Create a graph that would allow organizations to find their demographic segments according to age, gender, occupation (whatever is available data on SNS usage by individuals) so they can see where their members and target audiences probably are in adoption. Create a second graph that predicts usage in five and ten years.}

{Survey target audience's current social network. Determine if there are existing strong or weak ties between. Create sociogram of existing affinity groups.}

Complete this exercise for each category of target audience below. Calculate total estimated SNS use by target audience (1) now, (2) in five years, (3) in ten years.

3. Inputs: What Will it Take to Get There?

Organizational Capacity Building

Where is your organization in terms of willingness, education, skills, funds, and infrastructure?
    • Staff and Leadership (Board) Development
    • Funding
    • Skills Development
    • Infrastructure Development

Preparation/Planning

What data do you have, or what still needs to be done, to assess your current situtation and plan your next steps regarding SNSs?
    • Data Collection
    • Problem Assessment
    • Program Assessment
    • Landscape Mapping
    • Goal Setting
    • Strategy Development
    • Partner Development
    • Message Development
    • Materials Development

Contextual Factors

How do your target audiences perceive SNSs? What behaviors or structures are in competition with SNSs in your context?
    • Political Climate
    • Economic Climate
    • Social Climate
    • Prior Experience
    • Program/Service Competition
    • Potential Partners/Competitors/Opponents
4. Activities and Tactics: What Will You Do?

Planning

What actions would be necessary to implement usage of an SNS?
    • Evaluation, Analysis, Research
    • Relationship Buillding with Decision-Makers and Thought Leaders
    • Board, Staff, Gatekeeper Education
    • Proposal Development

Communications and Outreach

How would your communications and outreach support your use of an SNS?
    • Organizational Newsletter (electronic or print)
    • Earned Media
    • Paid Media
    • Public Service Announcements
    • Media Partnerships
    • Constituent Education
    • Coalition-building
    • Briefings/Presentations
    • Viral - participation within existing communities

5. Outcomes and Benchmarks: What Happened?

What would you expect or hope to see in terms of measurable outcomes from your organization's use of an SNS?
Programs
    • Organizational Capacity
    • Partnerships or Alliances
    • New Members
    • Different members - new demographics
    • New Gatekeepers
    • New Donors/Sponsors
    • More or Diversified Funding
    • Organizational Visibility or RecognitionPositioning
    • Media Coverage
    • Awareness
    • Salience
    • Attitudes or Beliefs
    • Public Will
    • Membership Growth
Compile the results of this thought exercise, paying particular attention to how your goals, resources, and hoped-for measurable outcomes align.


SNS Logic Model B - Should My Nonprofit Use a Custom or an Existing Social Network?



What is a Social Network Site (SNS)?
"...web-based services that allow individuals to (1) construct a public or semi-public profile within a bounded system, (2) articulate a list of other users with whom they share a connection, and (3) view and traverse their list of connections and those made by others within the system." (boyd and Ellison, 2007)
What is the purpose of this logic model?
This logic model was developed to help nonprofits decide which Social Network Sites (SNSs) they should use, including (1) whether they should create a profile on an SNS such as Facebook or MySpace, or (2) whether they should create a niche SNS by customizing a white-label SNS such as Ning, Elgg, or Care2.
What are the assumptions of this logic model?
This logic model assumes that the organization has already decided that they want to engage in social networking on some level. If this is not true, first use the Should Our Organization Get Engaged in Social Media Logic Model.



Should Our Organization Get Engaged in Social Media Logic Model
1. Goals: What needs to happen?
What goals are you trying to achieve through the organizational use of SNSs?
Impacts
    • Improved Services to Members
    • Improved Positioning of Organization Goals
    • Programs
      • Organizational Capacity
      • Partnerships or Alliances
      • New Members
      • Different Demographics
      • New Gatekeepers
      • New Donors/Sponsors
      • More or Diversified Funding
      • Organizational Visibility or Recognition
    • Positioning
    • Media Coverage
    • Awareness
    • Salience
    • Attitudes or Beliefs
    • Public Will
    • Membership Growth

2. Audience: Who will be involved in your social network?

Is your target audience currently on existing SNSs? Are they projected to be in five or ten years? (If unsure, see SNS Use chart in SNS Logic Model A.) Which one(s)?

  • Members
  • Nonmembers
  • Community Leaders
  • Business Leaders
  • Donors/Sponsors
  • Popular Culture Gatekeepers
  • Media
  • Staff/Volunteers

3. Inputs: What Will it Take to Get There?
Organizational Capacity Building

How knowledgeable, willing, and able is your organization to create and maintain a site on an existing SNS?
How knowledgeable, willing, and able is your organization to create and maintain a site on a custom SNS?
Is your organizational leadership/staff currently using SNS solutions for internal organizational operations?
What would it cost in terms of dollars?
What would it cost in terms of staff time and other resources?

What resources are you willing to shift from other networking methodologies to using the SNS?

  • Staff and Leadership (Board) Development
  • Funding
  • Skills Development
  • Infrastructure Development

Preparation/Planning

What research and planning is necessary to prepare for an existing SNS project?
What research and planning is necessary to prepare for a custom SNS project?


  • Data Collection
  • Problem Assessment
  • Program Assessment
  • Landscape Mapping
  • Goal Setting
  • Strategy Development
  • Partner Development
  • Message Development
  • Materials Development

Contextual Factors

How are existing SNSs perceived by your target audiences? What barriers to use and adoption exist? What competition exists that provides similar or equivalent benefits?

  • Political Climate
  • Economic Climate
  • Social Climate
  • Prior Experience
  • Program/Service Competition
  • Potential Partners/Competitors/Opponents

4. Activities and Tactics: What Will You Do?

Planning


What actions would you take to develop a presence on an existing site? On a custom site?
How would you keep your various stakeholders involved, engaged, and supportive?


  • Evaluation, Analysis, Research
  • Relationship Buillding with Decision-Makers
  • Board, Staff, Gatekeeper Education
  • Proposal Development
  • Communications and Outreach

What actions would you take in your communications and marketing to support this project?

  • Organizational Newsletter (electronic or print)
  • Earned Media
  • Paid Media
  • Public Service Announcements
  • Media Partnerships
  • Constituent Education
  • Coalition-building
  • Briefings/Presentations
  • Viral

5. Outcomes and Benchmarks: What Happened?

How would you measure the results of this project? At what time intervals?

Programs
  • Organizational Capacity
  • Partnerships or Alliances
  • New Members
    • Different/targeted demographics
  • New Gatekeepers
  • New Donors/Sponsors
  • More or Diversified Funding
  • Organizational Visibility or Recognition
Positioning
  • Media Coverage
  • Awareness
  • Salience
  • Attitudes or Beliefs
  • Public Will
  • Membership Growth

Compile the results of this exercise, paying particular attention to how your goals, resources, and hoped-for measurable outcomes align.